It's not so much saving the company from bankruptcy, but saving what they stand/stood for. Other than for shareholders, profitability isn't that exciting. If Apple becomes the new old Microsoft, or the next IBM, they're essentially dead to me. When was the last time you felt really inspired by one of their keynotes?
Apple is still the only big tech that is consumer centric.
Microsoft revolves around enterprise. Consumer stuff is just getting the users familiar with they tech.
Amazon is logistics.
Google and Facebook is Ad Tech, they don't add or polish experience if it doesn't make their ads better.
Apple has stayed true in providing excellent products for individuals, not marketing agencies or enterprise. That's what they show every update. Sure you miss an Ipod or Iphone reveal, but they are still showing new things (TouchId, card, watch, and the AirPods that everyone even non apple fans, love), and polishing old one( even listening to feedback like the keyboard stuff).